6533b82bfe1ef96bd128cdf4

RESEARCH PRODUCT

The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender

Maja ŠErićMaria Vernuccio

subject

behavioural CBEmedia_common.quotation_subjectGeography Planning and Developmentaffective CBEBrand engagementcognitive CBEInteractivityConsistency (negotiation)Integrated marketing communications (IMC); IMC consistency; IMC interactivity; city reputation; consumer brand engagement (CBE); cognitive CBE; affective CBE; behavioural CBE; gender0502 economics and businessgenderIMC interactivitymedia_commonTourism marketingIMC consistency05 social sciencesAdvertisingTest (assessment)Tourism Leisure and Hospitality ManagementIntegrated marketing communications (IMC)050211 marketingBusinesscity reputationconsumer brand engagement (CBE)050212 sport leisure & tourismIntegrated marketing communicationsReputation

description

The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a m...

yearjournalcountryeditionlanguage
2019-07-11Current Issues in Tourism
https://doi.org/10.1080/13683500.2019.1637403